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The Brand Personality Dimensions - Literature review Example

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According to the paper 'The Brand Personality Dimensions', the Brand Personality Dimensions of Jennifer Aaker is a framework to describe and measure the ‘personality’ of a brand. In detail, human beings associate certain characteristics with a product. It uses five core dimensions to place a brand into a set of facets…

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Subject: Tourism
Type: Literature review
Level: Undergraduate
Pages: 1 (250 words)
Downloads: 2
Author: ejacobson

Extract of sample "The Brand Personality Dimensions"

Monte Carlo Casino Resort, Las Vegas, Nevada.
The Monte Carlo Resort boasts of its high-standing architectural design, a symbol suitable for the upper-class majority and sophistication. The ruggedness attracts outdoor personalities and makes it all outdoorsy as desired. However, sincerity is not exactly a factor, and the down-to-earth factor may not fit here. The location fits the expensive pockets and those who are sourced from selected categories. It is however competent when in business with other hotels and casinos (Aaker, 1997).

MGM Grand Macau
This Resort is situated in a city space; therefore, the aspect of the country or outdoorsy has been violated in the five elements of brand personality. The excitement is not exactly felt by its look as it is presented as more formal than exciting here. It is, however, sophisticated and captures the business class. Grand Macau is sincere in its setting as well as competent among others (Aaker, 1997).

Monte Carlo Casino, Singapore
The Monte Carlo, Singapore boasts of a ‘classic’ attraction and is located in a large open space. Ruggedness for its outdoorsy and tough look definitely reigns here. It gives a feeling of excitement and sophistication. However, it is not sincere, and no element of down to earth is factored here. It is somehow intimidating (Aaker, 1997).

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